Customer Journey Map

Customer Journey Map Solutions

A customer journey map is an incredibly useful tool that allows you to better understand the perspective of your customer throughout each stage of their experience with your business. They show a customer’s desires, frustration, concerns, and more. By creating and analyzing a customer journey map, you can better grasp what it’s like to be your customer and how that experience can be improved. This can lead to dramatic results that directly impact ROI including increased loyalty. See what happens when you put the customer at the core of your business. Learn more below.

What differentiates a mapping program that drives action from one that
doesn’t? A major factor is the reason for doing journey mapping in the first
place.

We can confidently predict whether a mapping program will be successful in
our very first conversation. Does the company have a solid reason they want to
do mapping? Or is it because they heard it’s a good thing to do?

https://heartofthecustomer.com/wp-content/uploads/2019/03/AquaLabs-Map-1-705x456-1.png456705Jim Tincherhttps://heartofthecustomer.com/wp-content/uploads/2015/01/hotc-logo.pngJim Tincher2019-03-21 09:48:092019-03-21 09:48:15The First Key Journey Mapping Question: What is the Right Journey to Map?

At Heart of the Customer, we’re pleased to introduce our forthcoming book on journey mapping best practices!

Journey mapping opens up extraordinary avenues for business growth, but only when done wisely and well. Through insight from CX pros, extensive research, and real-world case studies, you can learn the best way to capture your customers’ experiences to drive action that gets results, boosting loyalty, satisfaction, and your bottom line.

Two weeks ago I hosted a webinar with Intouch Insight (you can view the recording here), and I was blown away with all of the good questions we had. We left fifteen minutes for Q&A and weren’t even able to get through everything!

Samuel, in particular, asked two good questions we often hear from companies considering journey mapping, so I thought I’d share his questions – alongside my answers – for our broader audience.

As 2018 wrapped up, we finished mapping three very different B2B journeys – healthcare, manufacturing, and distribution. We found one major consistency: customers in all three reported recent backorder issues.

The customers were all businesses, but that’s where their similarities ended. Some were mom and pop retail storefronts; others were global manufacturers whose names you would immediately recognize, but their stories were similar:

As defined by RationalWiki, “survivorship bias is a cognitive bias that occurs when someone tries to make a decision based on past successes, while ignoring past failures. It is a specific type of selection bias.” Applied to CX, it’s when you focus only on existing customers and ignore those who have left.

Let’s look at an example. There’s a national sports bar which saw its CX scores continually improving. Unfortunately, at the same time, revenue was declining. While CX was celebrating, the rest of the organization was panicked.Read more

“If you don’t know where you are going, you’ll end up someplace else.” – Yogi Berra

Yogi’s quote applies to much more than baseball – it gets to the heart of what limits so many customer experience (CX) programs. When I ask most CX leaders what they’re trying to accomplish, I get a general statement like, “We’re working cross-functionally to create a better customer experience, in order to create more loyal customers.”

That’s an awful statement because it doesn’t actually say anything. Read more

Last week I discussed Gartner’s CX Pyramid and its approach to evaluating your customer experience. Yesterday’s post discussed how to use journey mapping to help you move up the first three levels. Today, I’ll talk about using journey mapping to move to the top of the pyramid – the Proactive and Evolution levels.

Getting to these levels requires significantly more investment in both customer insights and design. Interviews – particularly in-person at your customer’s site – are good ways to help you in the lower stages, but here it requires deeper methodologies to truly understand your customers’ needs. Read more

https://heartofthecustomer.com/wp-content/uploads/2018/11/Customer_Experience_Pyramid.png17292125Jim Tincherhttps://heartofthecustomer.com/wp-content/uploads/2015/01/hotc-logo.pngJim Tincher2018-11-28 04:00:172018-11-23 16:15:13Move to the Top Levels of the Gartner CX Pyramid with Journey Mapping

Last week I wrote about the Gartner CX Pyramid, an interesting maturity model. This week I’ll go into how to use journey mapping best practices to move up the model based on Gartner’s description of the model on their public website.

Selecting the right journey mapping approach requires you to understand where you are on the model and where you aspire to be. An inaccurate assessment will create waste; attempting to create a Proactive-level approach with only a Communication-level infrastructure will be expensive and ultimately frustrate customers instead of creating loyalty. Similarly, using a lower-level approach won’t have sufficient impact with higher-level design capabilities. Journey mapping doesn’t exist in a vacuum – it requires enough staffing and leadership to implement the changes that come out of it. Read more

This is ironic. Journey mapping is a fantastic tool to break down silos by creating a shared view of the customer experience.

Except when it isn’t. All too often, companies focus on small teams to move quickly. “Too many cooks spoil the broth,” they argue. “Aligning all those teams will take time, and we need to be done in 6/8/12/16 weeks, and we don’t have time to educate HR, IT, Legal, or other groups about what we’re doing. We’ll catch them up afterward.”

There are a ton of journey mapping tools out there. I’m most familiar with Touchpoint Dashboard, but I’ve had demos from many others. They all excel at certain components of journey mapping, but they don’t (and probably can’t) address some of the largest problems.

That’s because the biggest reasons journey maps fail have nothing to do with digital problems; they’re analog. As we’ll discuss tomorrow, the biggest problem in journey mapping is that it’s done in silos. Small teams are created to do journey mapping. Those small teams intimately learn the customer experience, but because they don’t control the critical touch points, the effort fails to drive change.